Saga Legal product revamp

Saga tasked me with creating the strategy and look of its Legal product offering. This had been a bold venture for the business, entering into an industry that had been previously dominated by the high street solicitor.

Firstly, I created the positioning statement ‘Legal made clear’ which highlighted the main product benefit to the customer and also differentiated Saga Legal from it’s main competition, the high street solicitor, well known for it’s opaque use of ‘legalese’. I then decided the clearest way to communicate this to the customer with the look and feel of the product was to strip out any imagery and create a simple typographic solution for all it’s integrated media. The clarity message was also carried forward on a series of TV adverts.